The ultimate starting guide to account-based marketing.

Account-based marketing treats a named list of companies as the market, rather than treating a market as a source of leads. Sales and marketing agree who the key accounts are — the ones carrying today's revenue — and which strategic key accounts have futures that fit where your offering is going. The guide is organised as five stages, each with do's and don'ts.

Account selection. Start from your existing customers and advocates, then map the companies and people closest to them — past colleagues, partners, shared networks — and keep the list small enough to resource. It warns against picking accounts purely on potential spend, since those are the accounts every competitor is also circling.

The storyboard. A multi-touch plan per account, with a value proposition that opens on the customer's problem in their own words, and consistent messaging across every touchpoint. Timing. Matching content to where the account is in its buying journey. Project management. One accountable lead, a decision group, an execution group, and a reporting rhythm. Evaluation. Measuring honestly against a comparison, and setting expectations with stakeholders. A glossary closes it.

For a shorter read first, see ABM for UK SMEs.